A Kick in the Bahlsen

Since its fabulous redesign that many of us fawned over in 2021 — marked 368 times as a favorite — Bahlsen’s sales have gone down and, apparently, it’s due to the design. Bahlsen CEO, Alexander Kühnen, says “The design is artistic, but doesn’t completely match what consumers expect from the category” and that a major redesign might be needed (as opposed to going back to the old one or making slight modifications to the new one).